British department store John Lewis has released its famed Christmas campaign, introducing Edgar the excitable dragon and a little girl named Ava.
Much like the David Jones Christmas window unveil, the John Lewis Christmas campaign has become a calendar event for the beginning of the holiday season.
This year the emotive ad is a joint campaign with British supermarket Waitrose which is owned by the same parent company John Lewis Partnership.
Set in a medieval village, the two and a half minute spot tells the story of a little dragon named Edgar who breathes out fire when he gets excited.
Unfortunately, it also gets him into a lot of trouble and ruins all the Christmas fun, leading Edgar to lock himself away so he stops setting things on fire.
Ava, a 10-year-old, convinces Edgar to come back and enjoy the Christmas fun.
Shot in Hungary in a "fairytale" village with more than 100 extras cast, the film is set to Bastille's Dan Smith performing a cover of REO Speedwagon’s Can't Fight This Feeling.
The film was created by adam&eveDDB and directed by Dougal Wilson.
London-based Adam&eveDDB have been behind the department store's revered Christmas campaigns since 2009 including last year's nostalgic Elton John ad, The Bear and the Hare and Man on the Moon.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.